Coca Cola and Tesco launch online campaign to encourage recycling at home

Coca Cola Enterprises and Tesco have launched an online campaign to encourage customers to recycle more.

The 14-week campaign, dubbed ‘Together We’re Making Recycling Count’ started today (12 June). Owners of a Tesco Clubcard are invited to make a pledge to recycling to receive in return a 50p off voucher for a Coca Cola or 25 points on their Tesco loyalty card.

Before pledging customers need to respond to three multiple choice questions on the campaign website. The website will track the number of pledges received and calculate the equivalent volume of waste recycling.

Julian Hunt, vice president, public affairs and communications GB at Coca-Cola Enterprises, said: “Working closely with Tesco has allowed us to develop jointly a campaign that uses effective online communications to reach as wide an audience as possible and the pledge mechanic ensures that we are helping consumers understand exactly what they need to do to play their role.

“We know that consumers often positively change behaviour, but they need both education and encouragement and this joint campaign is set to do this across the whole of summer 2013.”

Coca Cola Enterprises has recently launched a research project on domestic recycling habits in France and the UK in partnership with Exeter University.

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